KT&G Showcases ESSE At TFWA World

KT&G, a prominent player in the duty-free industry, is showcasing its superslim cigarette brand 'ESSE' at the '2026 TFWA World' exhibition in Cannes, France, from September 27 to October 1. The Tax Free World Association hosts this event, which is the world's largest exhibition aimed at revitalizing the duty-free industry. KT&G has been participating in this exhibition annually for the past five years, consistently setting up a booth.

ESSE, a flagship product of KT&G, achieved over 1 trillion won (approximately $769.23 million) in global sales last year alone. Alongside ESSE, the company has introduced other popular products like 'RAISON' and 'BOHEM', which have garnered attention from both domestic and international consumers. The booth at the exhibition features digital screens that provide real-time updates on the company's overseas expansion and achievements.

KT&G's journey into the duty-free market began in 1995 with the launch of '88 Light' in the Chinese market. Over the past 30 years, the company has successfully expanded its network and now sells Korean cigarettes at major airports and duty-free shops worldwide. With the positive outcomes of this exhibition, KT&G plans to further expand its presence in duty-free markets, specifically targeting untapped regions such as Europe and Latin America.

The impact of this exhibition is already evident, as KT&G recently introduced five types of ESSE to the duty-free shop at Istanbul International Airport in Turkey, a hub serving 84 million passengers annually. An official from KT&G expressed that the company has successfully discovered new business opportunities with overseas partner companies and strengthened K-cigarettes' brand awareness through this exhibition. The company remains committed to actively expanding its global network in the future.